프로스포츠 팀의 공익실현 마케팅활동과 사회적 책임활동이 기업 이미지, 고객 충성도, 마케팅 성과에 미치는 영향

The purpose of this study was to investigate the relationship between professional sports teams' cause-related marketing (CRM) and corporate social responsibility (CSR) on the corporation image, fan loyalty, and marketing performance. To complete this purpose, I chose the subjects 400 spectators in '2009 - 2010 KCC professional basketball' with convenient sampling method, one of the non-probability sampling, excluding 18 insufficient respondents, and then process the data with SPSS Ver. 17.0 Windows Program and Amos Ver. 7.0 program. The results are as follows; First, economic responsibility had a statistically significant effect on corporate image. Second, social cultural responsibility had no statistically significant effect on corporate image. Third, social contribution activity had no statistically significant effect on corporate image. Fourth, the image of corporate of cause-related marketing and corporate social responsibility had a statistically significant effect on fan loyalty. Fifth, the image of corporate of cause-related marketing and corporate social responsibility had a statistically significant effect on marketing performance. Finally, fan loyalty had a statistically significant effect on marketing performance.